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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies

Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies
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Author(s): Fiona McMahon (University of Ulster, Northern Ireland) and Aodheen O’Donnell (University of Ulster, Northern Ireland)
Copyright: 2010
Pages: 17
Source title: E-Commerce Adoption and Small Business in the Global Marketplace: Tools for Optimization
Source Author(s)/Editor(s): Brychan Thomas (University of Glamorgan, UK) and Geoff Simmons (University of Ulster, Northern Ireland)
DOI: 10.4018/978-1-60566-998-4.ch012

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Abstract

Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman, 1999). Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

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